Broadcasting Telecasting (Oct-Dec 1957)

an apple for the sponsor, too! Miss Sally's Romper Room, delight of the small fry set in Washington, is the apple of the advertiser's eye, too . . , because it produces rich fruits in the way of adult response, by way of moppet demand. Romper Room (11 a.m. to noon weekdays) has room for a few more apple-seeking advertisers who want results. EDUCATION CONTINUED § real lively daytime programming wmal-tv channel 7 Washington, D. C. AN EVENING STAR STATION \jL Represented by H-R Television, Inc. CBS ABC NBC the 0 for SPOTS afternoon and nighttime 'ETK-MSO-TV MISSOULA, Montana affiliated with KGVO radio MOSBY'S, INC. pared to those I find among and within the jungle of educational institutions. The many factions . . . the many different institutions . . . would do well to consider the problem of educational television from the standpoint of the overall problem. Anything that is good for educational television can only benefit individuals and institutions truly interested in more and better educational television." Mr. Digges added "It's a plain, wellestablished fact that educational institutions and commercial broadcasters can work together . . . many broadcasters and educators who have cared to explore the matter have found each other ready, willing and able to cooperate in telecasting educational programs." WCBS-TV has found, he reported, that it can best serve educational institutions with 15-minute and especially 30-minute programs. He also paid tribute to "the professionals in the business who are associated with educational institutions," asserting they "are doing an excellent job and are contributing so much to the betterment of the industry and the general public." He called upon the College Public Relations Council members to use their influence to "change the dim outlook for educational television to a bright outlook," and outlined approaches that educational institutions might take in getting programs on commercial stations. Chicago Educational Outlet In Drive for Added Funds WTTW (TV) Chicago still lacks $340,000 to finance the third year of its non-commercial, educational video operation. That's the goal set by Edward L. Ryerson, president of the licensee Chicago Educational Television Assn. and local industrialist, in a financial report released last week. The station's proposed operating budget is $735,000, with an estimated $550,000 to be derived from "earned self-support," largely through production contracts and services. It still needs $235,000 through community contributions, plus an additional $105,000 to sustain WTTW's recent studio expansion and power boost from 56 kw to 278 kw. Campaign for special gifts is under way. Journalism Grads in Demand Out of 85 journalism schools and departments checked in the annual survey of placement and job opportunities by Journalism Quarterly, 80 reported "inability to fill job offers," according to an announcement from the U. of Oregon, whose journalism school dean, Charles T. Duncan, has conducted the survey for the past five years. The demand for graduates of journalism schools and departments in some cases exceeds the supply by a ratio of three-to-one and higher, it was noted. Starting salaries in the field, for the country as a whole, averaged out at $76.96 per week for men and $66 for women, compared to $72.98 and $61.80 last year. Page 102 • December 9, 1957 INTERNATIONAL Six Million Homes by Sept. '58 Seen for British Commercial Tv Commercial television in Great Britain should reach six million homes by September 1958, according to Television Audience Measurements Ltd. TAM, which is the British tv industry's officially recognized audience tallying service, makes this prediction in its just-released report on the first two years of commercial television in Britain. The six million figure will be approximately two million homes above the September 1957 TAM count of 4,185,000 homes. The projection also includes sets expected to be in range of the Independent Television Authority's planned stations for South Wales-West England and the Central Southern sector of England. ITV currently operates five transmitters. The report, similar to that issued by E.P.H. James of A. C. Nielsen Co. [International, Dec. 2] paints an even brighter future for Britain's commercial tv. Among other features of the report, TAM points out that the viewing average per day per home rose from 7Vi hours in September 1956 to 3 hours in September 1957 and that the number of commercials during ITV's second year increased to 1,900 per week. Canadian Tv Sets Hit 1957 Peak Canadian television set sales in October reached 70,537 units, the highest for any month of 1957, H. W. Jeffery, president of the Radio-Electronics-Television Manufacturers Assn. of Canada, has reported. Sales for the first ten months of the year, however, were 27% lower than for the same period of 1956. Total sales for the calendar year are expected to be about 475,000 sets, compared with 613,000 in 1956. Mr. Jeffery believes that the low point has been reached in tv set sales and that they will level off for most of 1958, beginning to climb in 1959, when replacements will be needed in many homes. He estimates there are 500,000 Canadian homes within range of a tv station but without a receiver. Inventories of manufacturers and distributors are at the lowest point in a year, he said. Chamber Asks More Canadian Tvs The Canadian Chamber of Commerce has urged establishment of additional television stations throughout Canada, wherever channels are available, in a brief presented to Prime Minister John Diefenbaker late in November. At the presentation a number of cabinet ministers in addition to the prime minister were present. The brief outlined resolutions adopted at the Canadian Chamber of Commerce annual meeting held at Victoria in October. These included the establishment of a separate regulatory body having minimum regulatory powers over radio and television broadcasting in Canada, issuance of licenses for additional tv stations and an annual grant from Parliament for the operation of the CBC. Broadcasting